Australia and New Zealand’s leading motoring writers have made a behind the scenes visit to Maserati in Modena to find out what is driving the renaissance of one of the world’s most famous car marques.

“It is one thing to drive the latest Maserati products, but to really get the full story, its essential for the media to visit Modena,” explains Edward Butler, General Manager of Maserati in Australia and New Zealand. “Not only do the media get to see the modern side of Maserati and meet the people behind the scenes who are making it all happen, there is also the opportunity to see the company from the historical perspective and see some of the rare cars that have made Maserati the legend that it is today.”

Included in the top group of media for the visit were the editors of the three leading motoring magazines, Wheels, Autocar New Zealand and Motor, along with the motoring editors of the two leading national newspapers, The Australian and the Sunday New Zealand Herald, as well as representatives of the regions two largest newspaper groups, News Ltd and the Fairfax Group, with the later also shooting video material for use on their website, the largest in Australia, Drive.Com.Au.

The media visit to Modena started with a tour of the factory production line and the engine workshop. With the drivetrain separated from the body of the Quattroporte, it was clearly evident how the weight distribution in the sporting Maserati saloon is achieved and, speaking of balance, the care and attention that Maserati taking in balancing each V8 engine prior to its installation impressed all the media.

From here the group progressed to an interview session with Paul Fickers, the Head of Vehicle Engineering, who outlined how Maserati achieve such high levels of performance, combined with comfort and design excellence. He also dropped a full well-placed hints about what lies ahead for Maserati with future product developments! Following lunch in the staff restaurant, where Maserati’s team building policy of encouraging everyone who works at the Modena factory, from senior management to line workers, to eat together so they may swap ideas and thoughts, was clearly evident, the media group went back in time. Or, more precisely, the famous private Panini Museum on the outskirts of Modena. Here two great local passions come together.
 

Matteo Panini’s farm has two sets of buildings, one produces some of the finest Parmesan cheese in Italy and the other houses a unique collection of Maserati cars, memorabilia and, surprisingly for those who do not know the full history of the company, Maserati motorbikes. At the entrance are three classic Maseratis, The Tipo 6CM, a 250F and the Tipo 420/M58 'Eldorado'. Flanking these cars is a ultra-rare Maserati A6GCS and further inside is the no less rare legendary Maserati Birdcage. Alongside production models such as the Bora and Khamsin  are prototypes, engine cutaways and those Maserati motorbikes, a Maserati T4 250cc bike and a Maserati L/125/T2. Full of Maserati history, it was then time to sate another appetite, with a tasting session of the famous Parmesan cheese, with the added benefit that while it wasn’t possible to leave with a sample from the Museum, the media could take home a wedge of the classic Italian cheese!

Day two started with the man charged with transforming Maserati, Karl Heinz Kalbfell, the CEO of Maserati. The informal interview session revealed plans to grow Maserati’s worldwide sales from 5000 units to around 9,000 to 10,000 cars annually, not with new models but by fully realizing the potential of the Maserati sports car and Quattroporte ranges. “We have developed and produced a great car, now we must tell the world about it,” explained Mr Kalbfell. “We must show car buyers that we have an exclusive performance product that is unique, stylish and contains every element of the Maserati legend.”

Of course, what better way to gain an insight into the product that to sample it. Lined up outside the Maserati headquarters were two of the latest products from Maserati, the Quattroporte Sport GT in dark blue and brilliant red and two GranSport  Spyders, again in blue and red. A carefully planned drive route took the media through the demanding hills south of Modena, culminating in a lunch stop in Castelvetro di Modena. This wasn’t the only food stop. En route back into Maserati’s home town, a halt was made a one of the regions top Balsamic vinegar producers, where 12 and 25 year old vinegar that had been produced into the classic natural local method was sampled.

“Tasting and sampling the local food was more than just a pleasurable sideline,” explains Edward Butler. “The quality of the food, the dedication put into its production and passion with which it is consumed is suffused through the culture and the community in this area of Italy. Understand this and it is clear where the passion and ability that has driven Maserati for more than 90 years has its roots. This community wants perfection, quality and passion in every facet of life, be it cars or food and two days in Modena made this very clear to the Australian and New Zealand media lucky enough to sample it!”